Selling Technology in Technical Advertisements: A Case Study
Abstract:Technology enjoyed such a good reputation in this country for so long that advertisers began to take it for granted that consumers would always respond positively to the words "new and improved." Yet the difficulties involved in operating the most recent generation of household appliances has produced something of a consumer backlash. Although VCR players have hogged most of the bad press, the proliferation of features, options, modes, and submenus in a huge variety of products has begun to dull the public's old enthusiasm for new things. The category of "technical products" has swollen to include more and more items, including tennis shoes and children's car seats. Now that technology has begun to seem like more of a burden than a blessing, marketing writers have had to become increasingly sensitive about just how much emphasis they should place upon technology in the advertisements.
Document Type: Miscellaneous
Publication date: May 1, 1995
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